Learning Objectives

2.1 Define steps in the persuasive process
2.2 Analyze audiences according to receptiveness and decision-making style
2.3 Use receiver factors to identify an audience’s potential biases, assumptions, and sources of resistance
2.4 Identify most effective persuasion structures for overcoming various sources of resistance
2.5 Compare common marketing audiences (B2C, B2C, internal) according to receiver factors
2.6 Analyze your personal strengths and weaknesses as a persuader

Session 2 Warm-Up

Session 2 Reading List and Exercises

Made to Stick
Heath, C. & Heath, D. (2008). Random House: New York.

Introduction

Chapter 1 “What Sticks?”

Chapter 2 “Simple”

Cialdini, R. (2001).Harvard Business Review. October 2001

Harvard ManageMentor Plus: Communicating for Results

Module: "Persuading Others"

Complete the following sections:

Where should you focus?
Core concepts (all eight of them: “What is persuasion?” through “Leveraging the power of audience self-persuasion.”)
Practice
Test yourself
Tools: Persuasion self-assessment

Online Edition: [Prod. #: 6789Z3-HTM-ENG ] or CD-ROM Edition [Prod. #: 6735C-MMC-ENG]

Participate in the Following Discussion Board Topics

This Week's Assignment: